Often referred to as Pay Per Click (PPC) or Google AdWords, Search engine marketing (SEM) is probably the easiest tactic used in reaching out to ready buyers within Google search result page. It allows businesses to appear in a favourable position whenever people are searching for their services or product. However, leveraging on paid search media is not as straightforward as it seems. It doesn’t support the buyers’ commitment stage. In fact, Paid media supports the entire buyer journey from research, to consideration and to commitment. A well executed campaign will aid businesses in delivering the right ad in the right place, in the right stage, and at the right time while a poorly managed campaign can result in a disappointingly low to zero ROI.